Role
Design Lead
Squad
5 initiatives
Team
Product Owners. Work produced at Big Spaceship.
JetBlue
Born in 1999, JetBlue is a global, award-winning travel company.
01. The challenge
To redesign the customer end-to-end booking experience online. Implement responsive web design and e-commerce best practices. Reinventing how customers purchase travel, by reducing the number of decisions.
Business value: To increase booking conversion.
02. Metrics of success and impact
Increase booking conversion
Decrease in drop-off after search
Scalable system
High engagement for Trueblue
(Loyalty Program)
03. Personas
The project was seen through the lens of 3 different personas. Design decisions were based on their motivations to help personalize the experience.
04. Reimagine flight results
Flight results was optimized to include overall UX best practices. Through research and observing recorded videos of customers using the platform (Full story) we were able to get more insight and create a streamlined experience. Below is the legacy system and some highlighted pain points.
05. Design concepts
Users could enter through the homepage or enter through an OTA (online travel agency, Kayak, Google Flights).
Classic accordion
Filter navigation
06. Insights from user testing
12 qualitative and 50 quantitative mobile first tests were conducted to learn which of the two UX flows were the most usable for customers. We wanted to learn:
- ·Can users easily distinguish between fare classes (Blue Basic, Blue, Blue Extra, Mint)?
- ·Do the fare details clearly communicate benefits and inclusions?
- ·Do users have enough context to choose the right fare confidently?
Key Findings:
- ·Filter navigation was the preferred design direction.
- ·It allowed users to compare fares side by side and understand price differences quickly.
- ·Users found it easier to stay oriented and explore fares in context.
- ·Described as “clean,” “concise,” “easy to navigate,” and “efficient.”
07. Final solution
Filter navigation was the preferred UX design direction among users.
Flight Results UX improvements
- Persistent Booker - Allows users to access and change flights quickly and easily within the flow
- Hero Marquee - Visual interest / branded moment
- Filter navigation (Filter panel) - From price / lowest price allows users to compare fares and choose what's right for them
- Value props for fare class - explanation allowing users to know what class they are on
- Flight card details - We streamlined content and flight information easier to read and implemented, Flight tag recommendations
- Fare upsells - Mint mode. A module to get users to upgrade and spend more!
08. Parallel work streams
This concept let users manually prioritize and rearrange withdrawal accounts via drag-and-drop. If users understand the value of an optimized withdrawal order, they’ll be more likely to upgrade or renew.
Shopping cart
Makes it easy for users to book now or save for later.
Checkout
A more seamless path to completion. Reducing cognitive load minimized friction and improved recognition, leading to fewer drop-offs and higher conversion.
Seat selection
An immersive way to select your seats that upsells that responds as the customer scrolls through different segments.
Payment and Confirmation
Enables JetBlue card upsells, flexible payments, and travel credit use—reinforcing reward and trip control in one place.
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